Events

I looked after social and digital brand marketing at Experian, where I worked on events regularly as a way to build a physical relationship with our consumers and scale it online. On the left is a pic from a live podcast that I worked on at Angel’s stadium in front of a live audience who was invited through a social media program under the campaign. With me were Angles players Hector Santiago and Kole Calhoun, and guest co-host Roger Lodge.

A part of my strategy to scale our digital efforts was identifying key influential targets to connect with personally to help get the word out. Here, my team and I spent time in Chicago sharing the news of our Agency Playbook and our physical planning calendar - two of our strongest lead gen assets.

I led a keynote talk and a member of my team did a deep-dive in a breakout. Then we hit the floor and connected with a beta audience to get feedback about our playbook.

Gainsight is a leading customer success software company known in part for its annual Pulse conference in San Francisco. As Head of Brand at Gainsight I was charged with building a brand-centric sales enablement engine through events (including Pulse), webinars and digital events, video, podcast, and with driving PR and comms.

One of my roles was to work with a small team to put together a 5,000-attendee conference that took up a city block in Oakland, and featured a party on an aircraft carrier, and performance by Vanilla Ice.

I casted a look-alike cast of F.R.I.E.N.D.S and directed them through a Customer Success parody skit and I played the “stage manager” to open the show.

After the conference, we repurposed the content for a digital, all-day live webinar version for folks that couldnt make it. I produced the promos and behind-the-scenes elements of the program.

The digital version, Pulsecheck, featured interviews with guests, and cuts to live hosts from across the country in New York City.

Here is a video recap that I produced with a DP and crew for the event.

By connecting with influential sales leaders who are looking to both grow their teams and to make a difference in diversity and inclusion, we can grow our business, and help to grow a more diverse workforce in San Francisco and in tech. Our prospects are very busy people and getting them all in one room is a challenge.

I built an events program that had three tiers: celebrating wins of our partners, educating the community to help us all grow in our roles, and having a little fun and networking together.

By highlighting members of our network in front of their peers for the individual and teamwork they are doing to grow their business and to grow a more diverse workforce, I built a program that supported 2 events, per quarter, per coast, of these executives.

Understanding the talent we had in the room, we also used the opportunity to get 15 second vignette testimonials of each of these leaders.

We saw a 20% conversion on invitees from these events, which justified our efforts to hold more of these events to grow and educate and celebrate the community. We added 2 lunch and learns/quarter, and 2 executive educational evenings/quarter.

Building a multi-media pipeline gave us a distribution engine to support and shout out our partners and prospects, to increase the efforts of diversification in tech, and to land more partners, quickly.

The award winners that we recognized as leaders in sales diversity often went on to share their award and a shout out on social media, which confirmed our leadership in the category and helped grow awareness not only about us, but about the efforts our community is making in the world of diversity and inclusion.